Do you see Canonical or Microsoft producing hardware (successfully)? I don't. They produce software for OEMs to install.
Jolla is seemingly intending on being both a software company and an OEM. And that's why OEMs don't need to differentiate on "task switchers" - they don't work on them at all, for the most part. They take software that someone else has written, put it on their own hardware, optionally with some of what they consider "value added extras" (mostly crapware), and sell it off.
Why should another OEM pay for software people, when they can take what (say) Jolla produce, slap it on the same hardware, and sell it cheaper - or offer other services, better support/warranty conditions etc - due to a lower cost as a result of not having to pay those software people?
Let companies talk together, make a licensing deal that says they either pay for the right to use it, or contribute efforts.
Actually where treated as idiots on the PC markets too.